Video:
Write Now! Persuasive Writing Prompts:
Open the Loop
Practice your copywriting skills with this prompt from The Professional Writers’ Alliance (PWA).
With this Write Now! tip, you’ll understand that leaving loops open arouse a prospect’s curiosity which will keep him engaged and interested.
To write effective copy, remember that your prospect is curious by nature. Charlotte Hicks Crockett illustrates a method to ignite this curiosity and write stronger copy. (Or read the transcript below.)
You may have heard the saying, “Curiosity killed the cat.” Well, it’s not just cats that are curious, it’s people too.
Our human nature drives us to resolve open questions. When someone acts differently than we expect, we ask “why?”
When someone has a secret, we want to know what it is.
It’s why young children ask what seems like 1,000 questions a day.
The TV and movie industry has taken full advantage of our curious nature with cliffhangers.
If you’re older, you may remember the summer everyone was asking, “Who shot J.R.?” Or more recently on the TV show Nashville, when season three ended with either Deacon or Beverly flat lining after surgery.
In copywriting we call these situations “open loops.” The mind wants to close the loop and so the prospect stays engaged in order to find the answer.
You can use an open loop to make sure someone watches your entire video, or reads your entire sales letter, or comes back to read your next blog post.
Give it a try – write a sentence or two that ignites curiosity.
And then, in my next video, I’ll reveal a powerful but sneaky strategy to create a strong emotional bond with your reader.
See what I did there?
Write Now! persuasive writing prompts are presented by the Professional Writers’ Alliance (PWA) — a professional association just for direct-response industry writers. Learn about the many benefits of a PWA membership.
The Professional Writers’ Alliance
At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »
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